We conducted an SMM audit and realized that there are three main problems in the customer’s social networks.
- Impersonal content: purely informational publications that do not work for engagement.
- Low influx of new subscribers: people visited the communities but did not subscribe or return to them.
- The audience was too narrow: most of the subscribers were men aged 25-35.
To solve the problems, we started working on an SMM strategy: we formulated the promotion goals and KPIs in detail.
We have worked out a detailed work plan for six months.
- The most effective platforms have been identified: Instagram, Facebook, Odnoklassniki, VKontakte.
- A promotion concept has been developed.
- The Tone-of-Voice has been adjusted.
- A feedback processing system has been developed.
- A content matrix and a rubricator have been compiled.
- A media plan for six months has been worked out.
We have chosen a new target audience: men and women 35-45 years old. They are often agents of influence in society, solvent and available for communication on social networks. The triggers and pains of the target audience were identified.
We introduced categories and a tagging system on Instagram and Facebook to increase engagement.
The posts about the company’s promotions and news were diluted with various related posts: #DL_YourOpinion.
The categories and tags helped to better track the effectiveness of the promotion.
We made sure that the posts were emotional and catchy. Surveys helped to activate the triggers of the target audience — people began to feel that their opinions were being asked here.
We launched separate story activities for Instagram: gamification was a trend.
An attention game and the "Catch the Car" game:
We developed an individual design for point information guides.
Motorcycle rally "Road of Friendship":
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And no bots — just an active, engaged audience.
We decided to conduct surveys on VKontakte to increase the level of audience engagement.
We have included surveys in situational engaging posts.
Combined with the promotion of publications, it was possible to increase the audience’s activity in the first month of work. And this is even despite the closed comments in the group.
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We decided to use the group in Odnoklassniki along with other social networks.
We have increased the number of subscribers by 25 times due to the publication of engaging content and its monthly promotion with small budgets.
- We increased the total number of subscribers on four social networks by an average of 1,704 subscribers per month, including unsubscriptions.
- Average monthly coverage: 643,284 people.
- On average, the posts received 3,933 reactions per month.